Walla Walla sweet onion promo to blanket key Western cities

A media campaign prompting consumers to “Make Taste Interesting” by adding Walla Walla Certified Sweet Onions to their summer fare is hitting key Western U.S. markets this summer.

Keystone Fruit Marketing Co., Greencastle, Pa., is slotting multimedia promotions in June, July and August in Los Angeles, Phoenix and Washington state, according to a news release from the company. Walla Walla Certified Sweet Onions are marketed by a partnership between Keystone and Progressive Produce of Los Angeles.

Transit shelter posters will appear during the promotional period at key locations in those markets, according to the release. In addition to those posters, billboards with the “Make Taste Interesting” theme will be prominent in target markets.

“The campaign’s visual appeal and message help reinforce positive feelings about summer and family activities while encouraging consumers to make their summer even sweeter with Walla Walla onions,” according to the release.

Sponsored metro radio drive time traffic reports represents the third leg of the promotion, and the news release said the traffic reporters will talk about the sweet and mild flavor of Walla Walla sweet onions and how they accent summertime foods.

A public relations campaign will accompany the promotion efforts and seek to gain consumer print and broadcast coverage of Walla Walla sweet onions in Southern California, Phoenix and the Pacific Northwest, according to the release.

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About the Author:

Tom Karst

Tom Karst is national editor for The Packer and Farm Journal Media, covering issues of importance to the produce industry including immigration, farm policy and food safety.
He began his career with The Packer in 1984 as one of the founding editors of ProNet, a pioneering electronic news service for the produce industry. Tom has also served as markets editor for The Packer and editor of Global Produce magazine, among other positions.
Tom is also the main author of Fresh Talk, www.tinyurl.com/freshtalkblog, an industry blog that has been active since November 2006.
Previous to coming to The Packer, Tom worked from 1982 to 1984 at Harris Electronic News, a farm videotext service based in Hutchinson, Kansas.
Tom has a bachelor’s degree in agricultural journalism from Kansas State University, Manhattan.
He can be reached at tkarst@farmjournal.com and 913-438-0769. Find Tom's Twitter account at www.twitter.com/tckarst.